Branding Lessons From Music's Superstars

Branding Lessons From Music's  Superstars


They say it takes 10 years of dedication to become a wonderful success. This phrase is largely due to all of the things that the public is blissfully unaware of. We acknowledge artists when they pop into the mainstream, but we're blind to the denied demos, poor image choices, and bad business deals that happened before they reached a worldwide stage.



When looking at a lot of top artists throughout the era, you begin to see that it wasn't always their talent that slowed their success. I mean, look at Decca's infamous rejection of the Beatles; it wasn't necessarily their playing ability.


While numerous factors can go into an artist's gradual rise to the top, it's fun for me, as a branding guy, to see the slight image and branding choices that have helped boost an artist's career. Whether these choices were a creative decision by the artist or a strategic move by the artist's team, there's no denying that they ultimately worked and aided the artist's journey to the top. So, without further ado, here are three branding lessons that we can learn from music's biggest superstars.


A name is a huge part of your branding identity, so choose wisely. You may even have to go through a few branding evolutions throughout your career, and that's okay! This just doesn't get the artists looking for big-time deals, either. Even if you're not a enormous  band just wanting to make move slocally or regionally, a name can shy away potential venues, book the view, and will nearly always scare off press. For example, I recently partnered with a music retail product for a small PR campaign. A portion of this campaign dealt with promoting the retailer's "featured artists," who were chosen by the retailer prior to my involvement.


While overall the campaign ran smoothly, we had trouble with one particular featured artist, a metal band with a huge social media following but a very unfortunate name. A name that was a combination of double entendres and pretty ridiculous terminology. While the band was professional, well-known, and talented, our press releases got very little response, except for one brief reply: "Nice name. But we're going to have to pass on this."